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- W2989760977 abstract "SUMMARY This research examines the impacts of consumer's two crossnational individual difference variables-country-of-origin perception and consumer ethnocentrism-on their responses and attitudes toward foreign advertisements. Empirical analysis of the hypothetical model through structural equation modeling yields supportive results: negative effects of consumer's ethnocentrism on their responses to the creative presentation of international advertising, and positive effects of consumer's country-of-origin perceptions on their responses to the buying proposal of international advertising. This study may contribute to our understanding of cross-national individual difference variables that precede and determine consumers' attitudes toward international advertising. It also has practical implications for the standardization versus localization debate in international advertising strategy." @default.
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- W2989760977 date "2001-01-24" @default.
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- W2989760977 title "Consumer Processing of International Advertising: The Roles of Country of Origin and Consumer Ethnocentrism" @default.
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